선망이 구매의도에 미치는 영향 연구 -조절효과 연구를 중심으로-

Abstract

The research investigated benign envy in relation to consumers self-monitoring, brand familiarity, and regulatory framing and its effect on purchase intention by using Anova. According to the study, self-monitoring is strongly correlated with benign envy so that consumers with high level of self-monitoring show more impact on purchase intention. Brand familiarity and the envy is inversely proportional to each other, such a way that groups with low level of brand familiarity with envy-eliciting product tend to increase purchase intention. Finally, regulatory framing seems to be positively dependent on benign envy, judging from the incremental purchase intention by people exposed on promotion framed product with benign envy. In this study, it is shown that benign envy can be an important trait to increase purchase intention, not just an emotion but the engine of economic growth. Therefore, given that the significant effect of benign envy on purchase intention, it is considered that it can be suggested as one of the marketing strategies.